Benoit, who is fluent in Japanese, will be responsible for the further development of Asahi Beer within the Asian market. Its beer brands currently account for about 50% of the domestic beer market.

Christian Hamilton, brand manager of Asahi Beer, said: "I am delighted to welcome Ben to the Asahi team. His knowledge of the Japanese market within the UK is second to none. Ben tells me that he is an aspiring magician, so hopefully his sales figures will be magic."